| Industry | Retail: Used Car Sales |
|---|---|
| Annual Revenue | Approx. ¥200 million |
| Employees | 10 |
| Services Provided | Strategy Formulation / Digital Marketing |
The used car market is fiercely competitive, heavily dominated by major platforms. As a locally-rooted used car dealership with roughly 200 million yen in annual revenue, this company steadily built its customer base through honest customer service and meticulous after-sales support. However, customer acquisition relied entirely on listings on major information sites, leaving them without their own platform to directly appeal their presence.
"At this rate, the moment platform fees go up, our business will be shaken." Sensing this imminent crisis, they set up a consultation with Meets Consulting. Stripping down the issues led to three fundamental questions.
The manager recounted, "Our concept, site, and marketing were completely disjointed, and we didn't know where to start."
Meets Consulting's first proposal wasn't site production or ad operations, but a "Workshop." By starting with verbalizing "Why buy from us?" rather than "What to sell," a solid core was established connecting all subsequent initiatives.
Through the workshop, we unearthed unique strengths the staff hadn't even realized. "Things major companies cannot do"—such as meticulously attentive service, robust after-sales support, and deep expertise in specific vehicle types—were verbalized and organized into a brand concept.
We developed a proprietary EC site that brought the defined concept to life. By optimizing the UX for store visit reservations, inquiry flows, and vehicle information, we designed a natural pathway from the Web to the physical store (OMO marketing).
Post-launch, we continued ad operations, weekly reporting, and customer behavior analysis. Accompanying them so deeply that the manager remarked, "It doesn't feel like mere service provision; it feels like we're working together," we consistently presented weekly improvement hypotheses.
Store visit reservations via the proprietary site hit a 110% plan achievement rate, and the site's engagement rate continues to grow month over month. While decreasing reliance on major platforms, a solid foundation was laid to attract customers on their own.
The manager's statement, "I feel like our concept, site, and marketing are now connected by a single thread," encapsulates the essence of this support. Marketing only truly begins to function when previously disjointed elements are integrated.
"Because used car sales is so crowded with competitors, thinking through our USP together in the workshop really clarified our strengths. It feels like the concept, site, and marketing, which used to be disjointed, are now connected in a single line. Also, because they present new hypotheses in the weekly reports, it doesn't just feel like a service provider; it feels like we are literally working together."— Retail (Used Cars), Manager
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